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Companies 'can use data quality to improve marketing'
Jan 14 2010, 11:10 AM
Businesses can improve their marketing campaigns by focusing on data quality, it has been suggested.
Writing for itoimedia.com, Josh Gordon noted that the more information a marketer has, the more successful their campaigns are likely to be.
"Turning that data into sales results is another area where direct digital marketing distinguishes itself – especially when using a data environment called a universal profile management system," he commented.
Mr Gordon noted that combining data types makes it possible for companies to improve segmentation and target their messages more effectively.
Furthermore, using combined results data from each campaign enables businesses to come up with more informed long-term marketing strategies, he added.
Writing recently for zdnet.com, Navin Sharma said that the majority of corporate decisions rely on data quality.
He noted that businesses should think of corporate data as the foundation of their house.
"No one would think of living in a house with a rotten foundation," Mr Sharma added.
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